Fashion brand shows are a separate art form. And there is not the slightest exaggeration in this. A team of set designers, decorators and sometimes artists work on the creation of each show, carefully selecting every detail.
Remember the mountain of condoms at the Diesel fair or the actual Chanel grocery store? How about a muddy or snowy Balenciaga location? It is worth noting here that not only the set design is striking in terms of its scale, but also the show venues. Today we propose to talk about them in more detail.
Creative directors of brands have long been moving away from classic white catwalks and preferring various venues. Over the past 30 years, we have seen large-scale spectacles at the Great Wall of China and the Gobi Desert, near the Louvre, on playgrounds, in lavender fields and in sports stadiums. We could go on for a long time listing the creative ideas of brand creative teams, but today we decided to highlight our personal 7 most amazing show venues.
Maison Martin Margiela on the playground
In the autumn of 1989, Martin Margiela held a show on the outskirts of Paris, in a pavilion that residents used as a playground. According to the designer’s idea, children played a very important role in the performance. First, they were the ones who won the coveted front row seats. Secondly, they were given complete freedom of action – during the show, children could run, hold the models by the hands and laugh loudly. Thirdly, they were the people assigned to make invitations to the show. The result was 500 unique images drawn on cardboard.
Fendi at the Great Wall of China
30 minutes, 88 models and 10 million dollars – this is it if we talk about the 2007 Fendi fair in numbers. Karl Lagerfeld, who was the creative director of the fashion house at the time, chose not only an unexpected place to showcase the brand, but also the Great Wall of China. It is said that the team had to contact 47 different organizations to make the show happen. But the result was worth it, and Bernard Arnault’s words confirm this: “This is the first spectacle that can be seen from the moon.”
Pierre Cardin in the Gobi Desert
In 2007, not only Karl Lagerfeld but also Pierre Cardin set out to conquer China. He decided to organize a large-scale demonstration deep in the Gobi Desert. The place where the Great Silk Road passed in the Middle Ages. The only decoration required was a 280-meter-long white podium and natural light.
Fendi Couture on the Trevi Fountain
Karl Lagerfeld didn’t stop at the Great Wall of China and staged a show on the Trevi Fountain in 2016. Yes, yes, the preposition is used correctly here. A specially transparent catwalk was set up for the Fendi couture show, giving the impression that the models were walking on water.
Jacquemus at Versailles
Jacquemus shows are a separate art form. Simon Porte Jacquemus held demonstrations in lavender fields in Hawaii and in the Camargue salt mountains. And in 2023, the designer outdid himself as he held a show in Versailles. Models paraded down a 400-foot red catwalk near the water. The guests looked at the new collection from the boats. The idea was very interesting, but many industry experts later joked (or didn’t) that Simon always deliberately seated guests further away so that the desired cut of the clothes would be less visible. But there is no question about the location.
Christian Dior at the foot of the Pyramids of Giza
The 2022 Christian Dior fashion show at the foot of the Egyptian pyramids in Giza is one of the brightest and biggest fashion shows in recent years. Especially for him, the pyramids were illuminated with white light, and the authorities coordinated the landing of 50 special planes with guests.
Gucci in the cemetery
If the shows at Versailles, the desert, the Great Wall and the playground didn’t wow you, the next show will definitely do the trick. Alessandro Michele, who was the head of the Gucci fashion house at that time, exhibited his cruise collection in a cemetery in 2018. As the location, he chose the ancient Romanesque necropolis of Alicamp in Arles, France. To create greater impact, the show was held after sunset and the imaginary podium was set on fire and fog was added.
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Source: People Talk
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
